<b>One in five "successful" CRO wins quietly damages a metric nobody was watching.</b>

<b>One in five "successful" CRO wins quietly damages a metric nobody was watching.</b>
Aggressive checkout simplification lifts conversion but raises refund and chargeback rates — the cost lands in a different team's dashboard.
— Define guardrail metrics (refunds, returns, support tickets, churn) before launch.
— A win that needs the guardrail to stay flat isn't a win until it does.
Conversion ▮▮▮▮▮▮ up, refunds ▮▮▮▮ also up = net negative.
Read the number, not the story. [guardrails: refund · CAC · churn]